Social media opportunism: how Oreo shone at the Super Bowl

Social media opportunism: how Oreo shone at the Super Bowl

Emma Brown

Emma Brown

If, like me, you shunned staying up to watch last night’s Super Bowl in favour of a good night’s sleep,  you may well have shared my bemusement this morning upon logging into Twitter to get the low-down on the game. Expecting to see my feed dominated by commentary on the score, the players, perhaps Beyoncé’s half-time performance, it came as something of a surprise to find that most, in fact, (certainly of those whom I follow) were talking about a biscuit!

Turns out that Oreo had taken advantage of an unexpected black-out early in the third quarter of the game, tweeting an ad captioned “Power out? No problem” within the hour.

oreo

Since retweeted over 14,000 times, the post garnered Oreo instant attention across social networks, making it one of the most talked-about brands of the night. With TV ad spots during the game being sold by CBS for between about £.24 – 2.5 million, it’s almost painfully ironic (at least to other the brands competing for attention!) that, as BuzzFeed points out – “the most powerful bit of marketing during the advertising industry’s most expensive day may have been free”!

So what can be learnt from Oreo’s success?

First and foremost, it’s the perfect example of the need for rapid turnaround in order to capitalise on these sorts of opportunities. “Wow already? Well done!” says one user in response to the ad, while another refers to the ad as “Social media rapid response at its finest.”

What’s more, in a week where the use of social media for large corporations has come into question (I’m looking at you, HMV!) it’s another, extremely slick, demonstration of the power of digital when done right.

I for one am planning on staying awake next Super Bowl – if not for the sport itself, then certainly to see how others will be looking to emulate Oreo’s social success.

This post was written by Emma Brown.

Share this story:

Read more from the blog

Comms planning

What can 'The Rise and Fall of Abercrombie & Fitch' teach us about managing reputations?

Lucas Jackson analyses Netflix's latest documentary on Abercrombie and Fitch, discussing its impact on reputation. ...Read more

Lucas Jackson
Lucas Jackson
Tech News

April showers bring May flowers in the form of exciting tech innovation

May has brought a range of innovation across the tech sector, from AI to VR and more. ...Read more

Megan Hogg
Megan Hogg
Claire Walker

A virtual playground: How can VR tools benefit your comms efforts?

As VR adoption increases, the technology is transforming both the world of work and our personal lives. How can comms professionals leverage VR for campaigns? ...Read more

Claire Walker
Claire Walker

Discussion

  1. That’s a rather cynical view! I doubt it – shouldn’t think power cuts rank particularly high on the probability scale when prepping for these sorts of things! 

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information